Generating leads online can be an extremely productive way to grow your business. Especially when you put in the work to focus and target your online lead generation efforts. When you are successful, your online lead source will be like a running faucet that supplies you with many highly qualified leads.
So it is imperative that you focus some resources toward the digital channel for your lead generation efforts. Here are three tips that will help you in that endeavor.
1) REALLY understand who your ideal prospect is
Your online lead generation strategies should always start with figuring out exactly who you are trying to reach. Truly understanding your target prospect should be job one.
The reason that targeting is so important is that when you have properly defined your target you are much better able to understand what their needs that you can meet and what their problems are that you solve. Even different people in the same company will likely have different problems that they need to be solved by your product or service and they will be attracted to different benefits of your product. Each target needs a different approach.
Sketch out a description of your ideal prospect. Focus on what they like about your product. Which benefits are most important to them? If you’re not sure about these things you can simply survey your current and past customers. Keep it to four or five questions. Ask them what they like best about your product. Ask what is the biggest problem that your product solves for them. Ask them if they hadn’t used your product, what would they type into Google to find it.
When you find commonalities in your survey responses add them to your targeted persona. The persona is a living breathing description of your ideal prospect. You will use the persona to help target everything you do in your online lead generation efforts.
2) Make it easy for your online prospects to become leads
Is your phone number big and clear and in a highly visible spot on your website? Just throwing it into the footer won’t do it. Make sure that the phone number stands out on your site. It shouldn’t blend into the design of the site with similar colors. Make sure it’s high contrast and easy to see.
Use multiple calls to action. Your calls to action need to be exciting. Instead of “contact us” (snooze) solve a problem for your prospect like this “Get More Leads Now”. Make sure that the calls to action (CTA) are also highly visible. Contrast is key for visibility. If your site is light blue, use darker colors for your CTAs.
If you are already creating content or blogging for your website make sure that you are not wasting that effort. Always include a call to action with every blog post. Ideally, you should offer some additional helpful information on the subject or a related subject to that of your blog post. When you exchange valuable content for a prospect’s email address, you can then begin marketing automation emails that nurture that lead and help move them through the buyer’s journey so that you can reach out to them when they are highly qualified.
3) Create content that helps and educates your online prospects
The content on your website, whether it’s blog posts or website pages, is all top of the sales funnel type of content that your prospects will find when they are searching for answers to their questions or solutions to their problems. Your content is the first step in online lead generation.
These days, the sellers are in control of the sales process. It used to be that the buyer had all of the power because they had all of the information that the buyer needed to make a purchase decision. Now the buyer can research everything on their phone. As a result, when you try to sell before the buyer is ready to buy, they push back, especially online. So you need to create content that helps a prospect and educates them as opposed to “buy me, buy me, buy me.” Address the prospect’s needs and help, don’t sell. A good rule of thumb with any online content is this, does this content talk about my prospect more than it talks about me. If it does, you’re well on your way to success. This will also help your site show up more in the search engines, targeted content is part of great Search Engine Optimization.
Online lead generation, like any other marketing strategy, takes focus, time and resources to be effective. I hope these three tips will help you improve your online lead generation results.